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All Journal JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Journal of Literature Review Educational Journal
Helin G Yudawisastra
Universitas Muhammadiyah Bandung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Peran Citra Merek Dan Hubungan Emosional Dalam Membangun Loyalitas Konsumen Pada Produk Samsung Lintang Khaerunisa; Ahmad Bagja Abdillah; Rifa Hasna Hanifah; Helin G Yudawisastra
Journal of Literature Review Vol. 2 No. 1 (2026): JANUARI-JUNI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/g96r9e24

Abstract

This study aims to analyze the role of brand image and emotional relationship on consumer loyalty toward Samsung smartphone products while maintaining product quality. The increasingly competitive smartphone industry requires companies not only to focus on product quality but also to build a strong brand image and create emotional bonds with consumers. This research employs a qualitative approach using a document study method by reviewing and analyzing relevant scientific journals and literature related to the research topic. The findings indicate that a positive brand image shapes consumer perceptions and trust in Samsung products, while emotional relationships formed through product usage experiences strengthen consumer loyalty. Although product quality remains an important factor, consumer loyalty becomes stronger when supported by a favorable brand image and emotional attachment. This study is expected to contribute theoretically to marketing studies and provide insights for companies in formulating strategies to enhance consumer loyalty.
PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE Fooza Hasna Madani; Helin G Yudawisastra; Perwito Perwito
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 4 No 2 (2025): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v4i2.181

Abstract

This study aims to examine the effect of product quality and brand image on purchase decisions among consumers at the Mixue outlet in Kopo TKI III Bandung branch. Data were collected through questionnaires and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 application. A total of 359 respondents were selected using accidental sampling from consumers who had previously made purchases at the Mixue Kopo TKI III Bandung outlet. The results show that product quality has a significant effect on purchase decisions, as does brand image. Simultaneously, product quality and brand image significantly influence consumers' purchase decisions. The research variables contribute 75.6% to the model, while the remaining variance is influenced by other variables not included in this study.
Pengaruh Media Sosial Marketing Terhadap Keputusan Pembelian pada Produk Skintific 5X Ceramide Low pH Cleanser Suci Riskiawati; Muhammad Naufal Somantri; Dian Clara Cantika Verina; Helin G Yudawisastra
Educational Journal Vol. 1 No. 2 (2026): JANUARI
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/pc9gnc27

Abstract

This study aims to analyze the effect of social media marketing on purchasing decisions for Skintific 5X Ceramide Low pH Cleanser products. The development of social media has encouraged skincare companies to utilize digital platforms as effective marketing tools to influence consumer behavior. This study uses a quantitative approach with a survey method. The research subjects were users of Skintific 5X Ceramide Low pH Cleanser who learned about the product through social media. There were 60 respondents in this study, selected using purposive sampling. Data were collected through questionnaires and analyzed using descriptive and verifiable analysis. The results show that social media marketing has a positive impact on the purchase decision of Skintific 5X Ceramide Low pH Cleanser. These findings support signal theory, which states that information conveyed through social media serves as a signal of product quality that can increase consumer trust and influence purchasing decisions. This study is expected to contribute to companies in designing social media marketing strategies and serve as a reference for further research.
Co-Authors Ahmad Bagja Abdillah Dian Clara Cantika Verina Fooza Hasna Madani Lintang Khaerunisa Muhammad Naufal Somantri Perwito Perwito Rifa Hasna Hanifah Suci Riskiawati